OTA’s consumer survey takes an in-depth look at the buying patterns of American households, who buys organic products, what products are being bought, the reasons behind those decisions, and the purchase patterns of the organic consumer.

For the first time in the eight-year history of the survey, the 2017 U.S. Families’ Organic Attitudes and Behaviors Study included households without children. Last year’s survey studied generational buying habits of U.S. households, and found that Millennial parents – parents in the 18- to 35-year-old age range -- are now the biggest group of organic buyers in America. This year’s study goes even deeper and looks at the organic attitudes and buying habits of today’s Millennial without children.

Today’s definition of a family includes a diverse combination of household members, and this year’s survey reflects that. The study segmented the population in three household composition categories: (1) Millennials without children, (2) Millennials with children and (3) Parents aged 36 – 64 years.

The full study, available at a deep discount to OTA members, provides insight about organic consumers’ demographics, purchase motivation, labeling comprehension, shopping patterns, and more.